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Generations
Tracking the key characteristics and values of generational demographics as each cohort evolves.
Download: Generations Now and Next
From Baby Boomers and Gen X to Millennials, Gen Z and Gen Alpha, uncover what unites and divides consumers across generations
Macro Trends
Boomers: Ageing to Becoming
By 2030 they will all have reached the average Western retirement age of 65, supercharging a wider re-assessment of later life purpose along the way
Macro Trends
Millennials: Pink to Prime
After a stuttering start to their adult lives, the first generation to use the internet as children are hitting their prime earning years
Macro Trends
Gen Z: Vision to Contradiction
Without the tools or role models to help them enact the change they want to see, Gen Z find themselves paralysed by paradox
Macro Trends
Alphas: Sandbox to Roblox
Many of the technologies, careers and crises that will define and shape the lives of Gen Alpha are yet to exist
Big Ideas
Boomers' household wealth falls by almost half
Boomers’ household wealth falls by almost half
Value
:
Lost
:
Deals
Big Ideas
Online reading platforms lead kids to books
Online reading platforms lead kids to books
Books
:
E-books
:
Readeo
Big Ideas
For four in five adults internet access a fundamental right
For four in five adults internet access a fundamental right
Internet Access
:
BBC World Service
:
Rights
Big Ideas
Beauty matters for post recession man
Beauty matters for post recession man
L'Oréal
:
Anti-ageing
:
Male Cosmetics
Micro Trends
Blogtailing
Blogtailing
Blogs
:
Websites
:
Editorial
Design Directions
Keds
Always knew you should be a designer but worried you’d never make money out of it? Thanks to an innovation from US shoe manufacturer Keds now you can.
Trainers
:
Crowd-sourced
:
Keds
Big Ideas
Only a fifth of boomers use smartphones
Only a fifth of boomers use smartphones
Internet
:
Smart-Phones
:
Mass
Big Ideas
Puma leaps into Africa
Puma leaps into Africa
Puma
:
PUMAVision
:
Fifa World Cup
Big Ideas
Business Travel & Hospitality to see recovery in coming year
Business Travel & Hospitality to see recovery in coming year
Business Travel
:
Ascend
:
British Airways
Big Ideas
For Millennials, tech creates ties that bind
For Millennials, tech creates ties that bind
Pew Research Center
:
Social Networks
:
Friendship
Big Ideas
Online music services replacing music sales
Online music services replacing music sales
Spotify
:
Music Streaming
:
NPD
Micro Trends
Magtailing
Looking for new income streams, publishers are becoming e-tailers and e-tailers are launching magazines.
Magazines
:
Brandzines
:
Content
Big Ideas
Idiosyncratic prints and investment pieces for winter 2010
Idiosyncratic prints and investment pieces for winter 2010
London Fashion Week
:
Net-A-Porter
:
Peter Pilotto
Big Ideas
Hotel experiments with frictionless service
Hotel experiments with frictionless service
Service
:
Aloft Hotels
:
Starwood Hotel Group
Big Ideas
African American spending power to increase by a third
African American spending power to increase by a third
Tablets
:
PCs
:
Spending
Big Ideas
Two thirds of British population suffer from stress
Two thirds of British population suffer from stress
Finance
:
Anxiety
:
Earnings
Design Directions
Emotional Home
Emotional Home
Kitchen
:
Home Office
:
Bleisure
Big Ideas
US consumers learn to live without luxuries
US consumers learn to live without luxuries
Budget
:
Private-label
:
Conscious
Big Ideas
More than half of global consumers want better service
More than half of global consumers want better service
Accenture
:
Service
:
BRICs
Viewpoints
Stephen Alden : One luxury hospitality company, one city, three distinct brands
Maybourne Hotel Group CEO Stephen Alden talks about unified luxury hospitality.
Hotels
:
Maybourne Hotel Group
:
Stephen Alden
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